Brandwave

How popular isgiffgaff?

In September 2026, people searched for giffgaff by name about 560,000 times in the United Kingdom, about the same as the previous year. These searches made up 1.4% of all United Kingdom refurbished phone retailer searches, placing giffgaff fifth out of seven retailers. When we asked both ChatGPT and Google AI Overviews about refurbished phone retailers, giffgaff appeared in three of the five answers and was the third most recommended of the seven.

Search and AI answers in September 2026

giffgaff is the fifth most searched of 7 competitors and the third most recommended in AI answers.

  1. Back MarketShare of searches 76.8%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  2. Apple Certified RefurbishedShare of searches 13.6%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  3. musicMagpieShare of searches 5.7%Mentioned in 1 of 5 AI answersPlace in AI recommendations –
  4. EnvirofoneShare of searches 2.1%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. giffgaffShare of searches 1.4%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd

+2 more

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Top refurbished phone retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, giffgaff was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. giffgaff is the third most recommended of the seven.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Apple Certified Refurbished1st
  2. Back Market2nd
  3. giffgaff3rd
  4. Samsung4th
  5. musicMagpie–
  6. Envirofone–
  7. 4gadgets–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Back Market4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Apple Certified Refurbished4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • giffgaff3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Samsung3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • musicMagpie1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Envirofone0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • 4gadgets0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about refurbished phone retailers

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 27, 2026.

Which refurbished phone retailers compete with giffgaff?

giffgaff against refurbished phone retailers in the United Kingdom, by month

Share of searches by month for Back Market, Apple Certified Refurbished, musicMagpie, Envirofone, giffgaff. The figures are in the table below the chart.

View monthly share of searches table
MonthBack MarketApple Certified RefurbishedmusicMagpieEnvirofonegiffgaff4gadgetsSamsung
Oct 202578.6%11.5%5.8%2.1%1.2%0.63%0.23%
Nov 202579%11.3%5.8%1.7%1.4%0.52%0.19%
Dec 202581.7%9.6%4.9%1.8%1.2%0.54%0.15%
Jan 202677.8%11.2%7%2.1%1.1%0.62%0.17%
Feb 202677.8%11.2%7%2.1%1.1%0.61%0.19%
Mar 202676.8%13.6%5.7%2.1%1.1%0.61%0.17%
Apr 202678.8%11.4%5.8%2.1%1.2%0.63%0.18%
May 202680.6%9.5%5.9%1.8%1.5%0.52%0.18%
Jun 202680.5%9.6%5.9%1.8%1.4%0.52%0.18%
Jul 202678.9%11.4%5.8%1.7%1.4%0.51%0.23%
Aug 202679.2%11.4%5.8%1.7%1.2%0.42%0.19%
Sep 202676.8%13.6%5.7%2.1%1.4%0.4%0.18%

  1. 1.Back Market

    76.8%

    Held 1st. 550K estimated branded searches, 0% vs prior month. Share -2.5 points.

  2. 2.Apple Certified Refurbished

    13.6%

    Held 2nd. 97.1K estimated branded searches, +22.3% vs prior month. Share +2.1 points.

  3. 3.musicMagpie

    5.7%

    Held 3rd. 40.5K estimated branded searches, 0% vs prior month. Share -0.2 points.

  4. 4.Envirofone

    2.1%

    Held 4th. 14.8K estimated branded searches, +22.3% vs prior month. Share +0.3 points.

  5. 5.giffgaff

    1.4%

    Held 5th. 9.9K estimated branded searches, +22.2% vs prior month. Share +0.2 points.

  6. 6.4gadgets

    0.4%

    Held 6th. 2.9K estimated branded searches, 0% vs prior month. Share 0 points.

  7. 7.Samsung

    0.18%

    Held 7th. 1.3K estimated branded searches, 0% vs prior month. Share 0 points.

giffgaff sells other things too, so only its searches that name this product count here, like “giffgaff refurbished”.

Compare popularity between giffgaff and its closest rivals

Every comparison with giffgaff

17 comparisons

How has branded search demand for giffgaff changed in the United Kingdom over the last 12 months?

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for giffgaff in the United Kingdom held steady, from 557K to 560K.
  • Across the 12 months ending September 2026, giffgaff’s share of searches among refurbished phone retailers in the United Kingdom held steady, from 1.2% to 1.4%.

How did search popularity change for United Kingdom refurbished phone retailers in September 2026?

6 changes

  1. In September 2026, Apple Certified Refurbished gained share of searches among refurbished phone retailers in the United Kingdom, from 11.4% to 13.6%.

  2. In September 2026, Back Market lost share of searches among refurbished phone retailers in the United Kingdom, from 79.2% to 76.8%.

  3. Estimated monthly branded searches for giffgaff in the United Kingdom rose 50% over 12 measured months, from 6.6K to 9.9K in September 2026.

  4. Estimated monthly branded searches for musicMagpie in the United Kingdom rose 22.4% over 12 measured months, from 33.1K to 40.5K in September 2026.

  5. Estimated monthly branded searches for Envirofone in the United Kingdom rose 22.3% over 12 measured months, from 12.1K to 14.8K in September 2026.

  6. Estimated monthly branded searches for 4gadgets in the United Kingdom fell 19.4% over 12 measured months, from 3.6K to 2.9K in September 2026.

How are giffgaff’s branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using giffgaff’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • giffgaff
  • giffgaff refurbished

How the Brand Demand Index is measured

Who owns giffgaff?

giffgaff is owned by Virgin Media O2. Brandwave also tracks O2, Virgin Media and Virgin Media Business, owned by the same company, in the United Kingdom.

Do you work for giffgaff? To request corrections or removal please contact us via our support page and we will be happy to assist.

Where does giffgaff compete?

giffgaff is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Mobile networks2nd of 1211.9%Show ranking
Refurbished phone retailers5th of 71.4%Shown above
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Is giffgaff your brand?

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